Co-op puts accent on organic range

The Co-op is launching a multimillion-pound national animated campaign through Partners BDDH in a bid to raise awareness of its range of organic and healthy-eating products.

The Co-op is launching a multimillion-pound national animated campaign through Partners BDDH in a bid to raise awareness of its range of organic and healthy-eating products.

The campaign aims to emphasise the Co-op's commitment to making its organic range both more affordable and accessible by increasing its availability across its 1,100 stores.

It highlights the extended Co-op organic range, which includes more than 200 own-label and branded products, and also aims to outline the Co-op's expanding range of convenience stores.

The campaign focuses on a canine family comprising a bulldog father, Frank, mother Sheila and teenage daughter Rachel. Both executions centre around Sheila and Rachel's efforts to persuade Frank to appreciate the positive benefits of eating more organic and healthy food. They both use the strapline: 'Co-op. There for you.' Ray Winston, the actor starring in the ITV series Tough Love, provides the voice of Frank.

Gwynneth Smedley, the head of corporate marketing and Co-op brand, said: 'Our research showed that although people would prefer to buy organic, this option is often denied them because of price and availability issues. We are determined to overcome this by bringing organic produce to local communities at prices they can afford.'

The campaign was written by Stuart Anderson, art directed by Calum Bunce, and directed by Will Byles through Aardman Animation. Media planning is through MSc and media buying is through Starcom Motive.